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研究生:馮業誠
研究生(外文):FENG, Ernest Y.C.
論文名稱:汽車產業大量客製化之研究
論文名稱(外文):The Study of Mass Customization in Automotive Industry
指導教授:張瑞芬張瑞芬引用關係
指導教授(外文):Trappey, Amy J.C.
學位類別:碩士
校院名稱:國立清華大學
系所名稱:工業工程與工程管理學系
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:英文
論文頁數:119
中文關鍵詞:大量客製化競爭策略差異化策略推式/拉式策略延緩策略規格組態接單後組裝
外文關鍵詞:Mass CustomizationCompetitive StrategiesDifferentiationPush/Pull StrategiesPostponement StrategySpecificationConfigurationConfigure-to-Order
相關次數:
  • 被引用被引用:5
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:5
當今進入汽車的第二個世紀,已開發國家及地區如:歐洲、北美、日本與台灣之汽車市場需求可說已達到飽和。過剩的產能與日益挑剔、不易滿足的消費者需求,已逐漸侵蝕汽車製造廠的穫利空間。傳統車廠採用針對車輛性能、造型、配備、功能與品質等各項屬性,進行差異化設計與創新改善的經營策略,因競爭對手相繼模仿與進而超越,已逐漸失去其原有掌握與吸引消費者之效果。
每一汽車製造廠必須謹慎思考與選擇正確的競爭策略,以圖繼續生存與成長於此激烈的競爭環境。大量客製化是一新的企業經營典範方法,提供高品質、合理價格與快速交貨的大量客製化能力,滿足顧客個別需求。本研究 - 汽車產業大量客製化之研究,主要探討與研究汽車產業達成大量客製化之相關技術與方法。
本研究提出一個汽車產業追求與發展大量客製化的系統程序方法;運用推式/拉式策略與延緩策略為導入大量客製化的基本指導綱領。基於推式/拉式策略與延緩策略的原則,進行汽車設計、生產製程與顧客需求的分析與調查,進而產生車輛規格表與組態目錄。顧客選擇個人需求的規格及配備,汽車製造廠依據顧客的組態規格訂單,生產製造個別客製需求的汽車。
In the second automotive century, the automotive demand across Europe, the US, Japan, and Taiwan has mostly matured. Too much capacity, and never satisfied demand for fresh and differentiated vehicles have eroded profit margins for many original equipment manufacturers (OEMs). Carmakers were adopting the strategies focus on the traditional ways to differentiate vehicles — via attributes. But these differentiators are less powerful than they were.
Every automotive company should select the right strategy to survive and succeed in this competitive environment. Mass customization is an important new business paradigm in industry that made individual customized vehicle to match customer’s unique needs with reasonable prices, higher quality and faster delivery. The thesis — The Study of Mass Customization in Automotive Industry aims at studying relevant technologies and methodologies towards the objectives of mass customization.
We suggest a system procedure of pursuing mass customization in automotive industry. We should adopt push/pull and postponement strategies as our fundamental guidelines toward mass customization. According to the principles of push/pull system and postponement, take further investigation and analysis of in vehicle design, production process, and customer requirements. Creating vehicle specification and configuration based on speculate customer needs which within manufacture’s domain. Customer configuring a vehicle with features and options he/she wants, and then initiates activities to customized a specific vehicle for customer.
1. INTRODUCTION 1
1.1. RESEARCH MOTIVE 1
1.2. RESEARCH PURPOSE 6
1.3. RESEARCH ARCHITECTURE 8
2. BACKGROUND 9
2.1. BUSINESS COMPETITION 9
2.1.1. Competitive Strategy 10
2.1.2. Competitive Advantage 11
2.2. TARGET MARKETING 13
2.2.1. Market Segmentation 14
2.2.2. Market Targeting 16
2.2.3. Market Positioning 19
2.3. ONE-TO-ONE MARKETING 19
2.3.1. Concept of One-to-One Marketing 20
2.3.2. Implementing One-to-One Marketing 20
2.4. MASS CUSTOMIZATION IN INDUSTRIES 22
2.4.1. Market Trends for Mass Customization 25
2.4.2. The Advantages of Mass Customization 26
2.4.3. The Essences of Mass Customization 27
2.4.4. The Strategies for Muss Customization 28
2.4.5. Success Factors for Mass Customization 30
2.4.6. Attentions for Pursuing Mass Customization 32
3. MASS CUSTOMIZATION METHODOLOGIES 34
3.1. CONCEPT OF MASS CUSTOMIZATION 34
3.1.1. New Marketing and Manufacturing Strategy 35
3.1.2. Customer Participation in the Process 36
3.2. THE STRATEGIC APPROACHES FOR MASS CUSTOMIZATION 37
3.2.1. Modularization 38
3.2.2. Speculation 38
3.2.3. Strategic Postponement 39
3.3. The Organizational-Design Principles for Mass Customization 40
3.3.1. Modular Product Design 41
3.3.2. Modular Process Design 42
3.3.3. Agile Supply Networks 42
3.4. Mass Customizing Products 43
3.4.1. Guidelines for Mass Customizing Products 43
3.4.2. The Methods for Mass Customizing Products 44
3.4.3. Modular Product Architecture 52
3.4.4. The Kinds of Modularity 55
3.5. PRODUCT CONFIGURATORS 57
3.5.1. The Definition of Product Configurators 57
3.5.2. The Types of Configurator 58
3.5.3. User Interface of Configurators 61
3.5.4. Configuring on the Internet 62
3.5.4. A Future Promise of Product Configurators 63
4. THE ANALYSIS OF AUTOMOTIVE INDUSTRY IN PURSUING MASS CUSTOMIZATION 64
4.1. THE AUTO INDUSTRY IS MOVING TOWARD MASS CUSTOMIZATION 64
4.1.1. The Key Strategies of Mass Customization 65
4.1.2. The Modularization of Vehicle Design and Production Process 67
4.1.3. The Vehicle Specifications and Configurations 68
4.1.4. The Configure-to-Order Order Fulfillment Model 69
4.1.5. The Procedures of Pursuing Mass Customization 70
4.2. THE ANALYSIS OF FEATURES IN AUTOMOTIVE 71
4.2.1. The Objective Vehicle Models of Study 71
4.2.2. The Analysis of Vehicle Features 72
4.3. THE CREATION OF VEHICLE SPECIFICATIONS 77
4.3.1. The Relationship between Specification Items and Models 77
4.3.2. The Vehicle Specifications Table 79
4.4. THE CONSTRUCTION OF VEHICLE CONFIGURATION CATALOGS 79
4.4.1. Configuration Catalogs 79
4.4.2. The Vehicle Configuration Catalogs 80
4.5. CONFIGURING INDIVIDUAL VEHICLES 84
4.5.1. The Vehicle Configurations of Economic Car 84
4.5.2. The Configurations of Safety and Reliability Oriented Vehicles 86
4.5.3. The Configurations for Performance Enthusiasts 88
4.5.4. The Vehicle Configurations for the Pursuers of Modern Technology 89
5. CONCLUSION 91
6. REFERENCE 93
APPENDIX I: VEHICLE SPECIFICATIONS TABLE 98
APPENDIX II: VEHICLE CONFIGURATION CATALOGS 103
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